you used celebrities. >> we started out using fashion models on our cover. that was the moment. it was 1991, and we had on our first cover stephanie seymour, and we went through all of them, and we start using celebrities in the late 90s when the tide changed and people became more interested in celebrities as pictures of glamour and style and beauty and less interested in models as just faces. you know, they really wanted character to go with it. >> rose: so that brings me to this. >> yes. >> rose: why you did did you choose victoria. you had a contest. >> victoria beckham sells really well. >> rose: why is that? >> i think people are fascinate with her because she's a sort of mysterious character. >> rose: she was a spice person. >> she was a spice more than, yes. but she also is this sort of self-invention, which i think is fascinating. i think that represents what we're talking about. this woman, she will say herself she's not the world's greatest singer but she had a huge career as a pop star, and then she went on to become a designer, and she's had these many different liv